The document outlines the product design process at Sorabel, highlighting the role of product designers in combining art, science, and technology to create user-friendly products. It details four key elements of the UX process: understanding user behavior, strategy and concept development, usability, and measurement of design effectiveness. The document also emphasizes the importance of collaboration, common mistakes in design, and the structured approach to design, testing, and implementation.

1. Product Design Process
at Sorabel
JDV, APRIL 8, 2019

2. Halo halo halo!
Rayi aka @mumolabs is here.
Pripun kabar e?

3. Early 2019
Mid 2015

4. Customer Facing Product,
Product Design
Product Designer @Sorabel | 2015 - now

5. Mid 2015 Early 2018 Early 2019

6. Agenda
● Role of Product Designer & Our Culture
● Four Key Elements of the UX Process
● Sorabel Design Process

7. Ketika anak
Technology melihat
user menggunakan
product yang
dibuatnya selama
beberapa bulan :)
http://thehipperelement.com/post/93404286580/h
ow-it-people-see-users-using-their-app-for-the

8. https://thedesignteam.io/if-screen-product-designe
rs-designed-physical-products-10cdd3ac4fdc
Ketika anak
Designer membuat
/ mendesain
product sesuai
prinsip dari dirinya
sendiri :)

9. Role & Culture Product Designer
Combine art, science and technology to
create products that people can use.

11. Culture at Sorabel
Product Design

12. Four Key Elements of
the UX Process

13. 1. Behavior
People are complex creatures.
UX designers work with people by
learning about their habits and goals,
identifying needs and constraints, and
aligning with existing behaviors to create
solutions that are easy to use (efficient)
and solve a real problem (effective).

14. How to learn about user behavior?
1. User Interview
2. Customer Journey Map
3. Task Analysis
4. Affinity Mapping, learn about user pain points,
motivations, preferences

15. 2. Strategy / Concept
Utilize quantitative & qualitative insights
to craft design concept. This concept is
visualized with user flows (how a user
moves through a system to achieve a
goal), wireframes (schematics that show
how a digital interface will look and
function), and high-fidelity prototypes (a
working model of a design) that can be
tested with users.

16. 3. Usability
If the user is confused or doesn’t
know where to go, or you designed it
for you? Also not a good design.
Because design is about
functionality, usability is more
important than aesthetics.

17. 4. Measure
After usability testing passed, we
need to measure in production. Very
early testing is Smoke Test.
Validate with A/B Test. Create two
version of your design page and see
the one way is more successful than
other version.

18. Go quickly go alone,
Go far go together

19. Sorabel
Design
Process

20. Tools: Figma, Quip, Slack, Sticky Notes, Pen

22. Discovery
Connecting objective - desired outcome - opportunity - solution.
Lead by PIC, Person in Charge. And PIC can be anyone.
PIC:
● Understand, provide potential
angle to the problem
● Discover opportunities
● Validate & scope the problem
● Documentation & alignment
Non-PIC:
● Understand why are we
solving this problem
● Help discovering other
opportunities

23. Common Mistake
Mistake #1:
Jumping into
solution Mistake #2: Not
considering enough
ideas

24. Myth
“Yang di kasih
sama Designers
itu udah bagus”
Cuma desainer/analysts/PM
aja yang melakukan
Discovery. Mereka yang
banyak do user interview /
crunching data dan lihat2
yang lain”
“Untuk project gede
biasanya desainer yang
yang jadi project owner”

26. Design
Role Designer:
○ Explore interface design
alternatives
○ Deliver the finalized interface
design mockups, complete with
how it looks like in different use
cases/scenarios

27. Process Designing
1. Before anything, remember the problem being solved
2. Create the design concept
3. Internal design review
4. Validate using usability test (if needed)
5. Discuss the release approach
6. Design proposal lock

28. Build
Role Designer:
Assist in Test, give implementation feedback
● Help build test case and provide feedback on
early implementation e.g. ui prototype or data
● Help testing the prototype/implemented feature,
● Give time to engineer to focus on the
implementation

30. Measure
Role Designer:
● Participate in discussion and learning
● Proceed with follow up (if any)
Notes:
● Measure the effectiveness of the
hypothesised solution
● Find insights that can be learnt out of the
experiment even if the experiment does not
succeed

31. anchor.fm/sinaubareng
Podcast hosted by mumolabs

32. Matur Nuwun 😊🙏
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